Over the years, some companies have performed better than others when it comes to making the most of their website assets. These savvy marketers squeeze every last drop of usefulness from every document they’ve invested in. Because they took the time to put ink-to-paper—or characters to computer, as the case may be—they made sure they were going to use that asset everywhere they could. And you know what, it works!
Almost as important as leveraging those online assets, is the proper configuration of Marketo programs to record asset consumption; lead-to-asset sources; lead-to-revenue attribution; and leads-per-dollar cost analysis.
When this asset tracking is done correctly, it yields a treasure trove of valuable decision-making data, and answers questions like these:
- Which online assets are most popular?
- How do prospects arrive at the asset?
- Which marketing tactics are best to drive people to specific assets?
- How well do leads created from asset offers perform in the pipeline?
- What is the impact of asset consumption on shortening the sales cycle?
It’s All About the Structure
The questions above can be answered by configuring the correct asset tracking-architecture in Marketo. Here are some best-practice design ideas for getting the most from your asset investments:
Each asset should have its own program – create a Marketo program for each asset using a Content channel (steps: visited; engaged). The job of this program is to measure overall asset consumption, regardless of how the prospect arrived at the asset.
Asset fulfillment LPs should be separate from the asset program. If the LP is in a program, and a form is submitted via that LP, Marketo automatically assigns acquisition of a new lead to the program. Keeping the LP separate, usually in Marketo Design Studio, will allow assignment to be based on triggers instead of the form fill.
Create a separate program for each marketing tactic that drives prospects to an asset. When you offer the same asset through a variety of marketing tactics, create a program specific to the tactic (note: you will also need to use URL parameters to identify the sources of each inbound lead). Here are some examples:
Social – a Facebook post offers the ABC Analyst White Paper to viewers.
- Program channel: Social (steps: converted; engaged with content)
- New lead acquisition goes to this program with Lead Source=Social
- URL: www.yoursite.com/resources/abc-analyst-white-paper.html?utm_source=social&utm_medium=facebook-post-15.07.03
PPC – a Google Ad offers the ABC Analyst White Paper to prospects that click on a specific ad.
- Program channel: PPC (steps: converted; engaged with content)
- New lead acquisition goes to this program with Lead Source=PPC
- URL: www.yoursite.com/resources/abc-analyst-white-paper.html?utm_source=ppc&utm_medium=google-adword-july-2015
Once your architecture is setup correctly, your system analytics can help you answer the tough content-related business decisions, and help you decide where best to apply content-related budget for maximum return.
In addition, because you separated the “content” from the “uses of content”, you have granular tracking of how people are being driven to content, which content is trending, and what is your content ROI.
Marketo is a great system for tracking marketing activities, but only when its programs are configured correctly to let it do the job. Making the right investment in website assets tracking architecture can help you maximize the impact on revenue, and provide treasure trove of data that helps you make ongoing decisions about your content marketing.